Healthcare Crisis Communication: Proven Strategies for Staying in Front of Urgent User Messaging Needs
Access to fact-based medical advice related to the coronavirus is arguably the most pressing issue for users visiting healthcare websites today. And while the vast majority of sites already have a messaging strategy in place, now is a good time to reassess whether you’re meeting users where they’re at with the information and resources they need to navigate these uncertain times. And, in a larger...
How COVID-19 Is Changing Decision-Making for Students — and How Colleges Can Adapt
The coronavirus has touched nearly every facet of the way Americans live, learn, work, and interact. The higher education community, in particular, has felt its effects acutely. As we approach May 1st, the day traditionally known as National College Decision Day, prospective students who are looking ahead at what college life will look like in Fall 2020 and beyond — especially those who are...
Making Uncertainty Your Secret Weapon: How to Get Ahead of the Curve
Flux . It’s a strange place for any business to operate, and Eastern Standard is no exception. Our teams have all transitioned to working remotely, and while we’re moving along pretty seamlessly in that area, the thing we miss most is the regular interactions with one another and with our clients. This is a deeply personal business, and removing all face-to-face interaction just feels so foreign...
How to Write a Company Values Statement When You Are Skeptical of Company Values Statements
Last year, Eastern Standard set out on an exercise that’s probably familiar to many of you: crafting a company values statement. It was long overdue. We were approaching our 5-year anniversary as a company and hadn’t ever taken the time to codify what we felt was important and compelling about the work that we do. The exercise proved interesting — and a bit difficult — for two reasons. First, the...
Mapping the Coastline: Project Planning in Unknown Territory
Perhaps the most misunderstood thing about digital project management is that much of the job revolves around making educated guesses. We collect user research, client feedback, and team input to estimate scopes and develop timelines, but still, these are predictions. What’s more, it can be difficult to know what level of detail to include at which stage in a project, and how to keep those...
Gen Z Is Ready for College — Is Your College Ready for Them?
Millennials or “Gen Y” are commonly referred to as those born between 1986 and 1996, two decades during which technology flourished. The World Wide Web was created, you could call someone without being at your home, and DVDs changed the way we watched reruns of Seinfeld. Those who were born during these years grew up with on-demand service and unlimited streaming. Hundreds if not thousands of...
Creating a Simple Email Analytics Spreadsheet That Your Clients Will Love
The content of your emails communicates a story to your subscribers — and the behavior metrics of your subscribers communicates an important story back to you. Being able to track their open and click rates is one of the huge benefits of email marketing. In fact, put simply, if you’re not taking the time to stop and review your data , you may as well be sending a physical mailing. Luckily, nearly...
Black, White & Shades of Gray: Leveraging Discovery to Write a Better Brand Story
While product, market, and user research are all now widely recognized as key components of product design, this wasn’t always the case. For a long time, we thought good ideas automatically made good products, good brands, and good marketing. (Remember Mad Men’s “It’s Toasted” success?) But taking on product design without doing research is the equivalent of having a conversation without...
Digital First — Rethinking the College Viewbook
Over the years, we have worked with many colleges and universities on a wide array of marketing materials, and we have found one common denominator when it comes to traditional student viewbooks: They tend to look and sound the same. The formulaic approach that so many colleges take to this printed brochure geared towards incoming students generally includes uninspired photography — students...
Tapping Into Emotion: 10 Tips for Driving Connections in Higher Ed Marketing
When it comes to the higher education experience, what are the hidden drivers of emotion? The elements that shape students’ lifelong aspirational connections to one university versus another? These are complex questions, with no clear-cut answers, especially when it comes to the science behind marketing, content, and the college connection. Obviously, what tugs at the heartstrings of one student...
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